Qyuki Digital Media and Coca-Cola India came together this Independence Day to pay tribute to India’s soldiers in a digital film for brand Thums Up
BestMediaInfo Bureau | Mumbai | August 20, 2015
Qyuki Digital Media recently collaborated with Coca-Cola India to produce a short digital film paying tribute to the real heroes of India, our soldiers.
The film follows the journey of a soldier from his military base in the north down to his home in the beautiful backwaters of Kerala. With the intention of fulfilling the final wish of a fellow soldier who died in the line of duty, he makes an emotional stop en route to his colleague’s family home, where he hands over the martyr’s belongings to them.
The story traverses several situations and people that cross the soldier’s path closing with a touching moment of a family reunion. Here the film cuts to a national issue that requires the protagonist to return to his base camp.
The film highlights India’s incredible landscape and its multicultural beauty, juxtaposed beautifully with the personal sacrifices a soldier makes for his country, family and friends.
Qyuki roped in Razy Ghai from Asylum Films to direct and Dhruv Ghanekar of Wah Wah Studios to score the music for the film.
Speaking about the campaign, Debabrata Mukherjee, VP - Marketing & Commercial, Coca-Cola India and South West Asia, said, “Thums Up has always stood for strength and a spirit of inspiration. We believe that real heroes are the ones who have inner strength and compassion. This Independence Day, we wanted to celebrate the protectors of our independence, the ‘True Heroes’ of our nation. We wanted to salute the sons of the soil for their undying spirit and indefatigable courage.”
He further added, “It gives us great joy that the effort has received such a heartwarming response. In just 48 hours, the film has been seen over a million times on social media; a clear reflection of the nation's love, appreciation and respect for the real heroes who keep us safe, everyday.”
Samir Bangara, Co-Founder and MD, Qyuki, added here, “Qyuki is proud to present this film along with an iconic brand like Thums Up to salute the country’s true heroes. Having grown up as armed forces kid the film is that much more personal and special to me.”
Razy Ghai commented, “As the son of a retired Army officer, I’ve always wanted to give back to my roots. Soldiers are the unsung heroes of our country. I think we have managed to touch an emotional chord with this short film. The idea was to do a road film in which a responsible soldier goes on this soulful journey. The film is supported by the ‘Saare Jahan Se Acha’ tune playing in the background to remind the viewers of what the soldiers of our country do for us.”
Ad Agency: Qyuki Digital Media
Concept and Script: Asylum Films
Director: Razy Ghai
DOP: Kavin Jagtiani
Director’s Assistant: Aiman Ali, Vidya Murleedharan
Production house: Asylum Films
Producer: Bhavna Singh
Production Designer: Sunil Demble
Costume Design: Snower Sania
Line Producer: Malcolm Noronha
Kashmir Line Producer: Shuja Sarwar & Waseem Dar
Rajasthan Line Producer: Bhawani Singh
Kerala Line Producer: Rafeeq TM
Accounts & Finance: Chetan Mandhare
Music Studio: Wah Wah Music
Music Composer: Dhruv Ghanekar
Sound Engineer: Joseph George
Singers: Swar Sawalkar, Sahil Vishe, Shirsha Chanda, Shrishti Shetty
Violin: Jitendra H Thakur
Mandolin: Jayanti Lal Ghosher
Offline Editor: Yusuf Khan
Editor’s Assistant: Nikhil Alve
Grading: Team Works
Colorist: Naveen Shetty
Online: Sanjay Mali
Post Production: After Studios
Post Supervisor: Hemant Hajare